Webinar Content Creation


On average, people spend between 30 and 50 minutes attending a webinar. Therefore, it is critical to have excellent webinar content. We can handle everything including event landing pages, registration pages, email messages, and webinar presentation content, as well as post-event content.

Our team has done hundreds of webinars. We have reached Fortune 500 companies, SMBs, and individual decision-makers, as well as federal agencies, and state and local government officials. We can help your business reach the audience it wants.

Create Compelling and Engaging Content for Your Audience

In marketing and communications, every touch-point you have with a person needs to be focused on meeting their needs. Put simply: you need to be customer-centric.

When you create content for your webinar, it should never be about you - it should always be centered around the problem or challenge facing your audience.

Even a run-of-the-mill sales webinar still needs to offer something that meets a need - otherwise no one will attend and no one will buy.

36% of B2B and B2C Marketers Rated Webinars as Most Effective Content Format for Building Relationships that Convert

In research from Ascend2, over 260 marketers (evenly split between B2B and B2C marketers, thought that the most effective content for generating leads that converted were video (41%), webinars (36%) and virtual events / webinars (29%).

But producing the right kind of content to advantage of what webinars and online videos and events can offer takes careful planning.

Below are some important steps on how to create webinar content that not only interests your audience, but gets them engaged and wanting to learn more from you.

How To Get Started Creating Webinar Content

Determine the Stage of the Customer Journey for the Webinar

Ask yourself, "For the webinar you want to create content for, where is your audience in the buying cycle?" Or ask, "At what stage of the customer journey are they?" Answering one of these questions will help define not only what content you need to create, but potentially who your audience is for the webinar.

Here are the stages we commonly think about:

  • Discover: A webinar at this stage is designed to acquire and engage. Typically, you are thinking about identifying challenges, opportunities or trends. Your topic should reflect a big issue and present content that educates and seeks to provide some resolution - albeit at a high-level.

  • Explore: A webinar at this stage is designed to deepen an engagement and acquire an opportunity for a sale or service delivery. The content should be more specific and thus the audience will be more targeted.

  • Evaluate: A webinar at this stage is designed to meet the needs to an active opportunity. Content should be more demonstrative, have a greater amount of detail and be more personalized / tailored to the audience.

Identify Your Target Audience

Knowing your audience is another critical part of creating content for your webinar.

Are you targeting executives or practitioners, people with specific job titles or a broad base of people in a specific industry? Is this an event more geared for existing customers, prospective customers or partners? Define the "who" so you know "what" content is going to be best received.

  • Talk with Sales: Sitting down with your sales team is an excellent way to learn about your audience and the kind of content they are interested in. Sales and account executives have regular contact with your audience. They can tell you about all the questions they are being asked, as well as relay feedback on challenges people are experiencing.

Define the Webinar's Objectives or Goals

Before you start to create content, define what you want the event and your content to achieve. What is your objective? What are your goals?

Even if you have no experience with webinars, you need to establish some outline of what a successful event will look it. Whatever your goal, it needs to be something you can measure or quantify.

Once you have set your objectives or goals, you can then evaluate your content creation based on whether or not that content will help you achieve your goals.

  • Are you focused on raising your profile and building brand awareness?
  • Do want to increase visibility of your subject matter experts (SMEs) and showcase thought leadership?
  • Does sales need a specific number of registrations or a specific number of high-quality post-event conversations?


A key to our success in creating webinar content is working closely with our clients and using our years of content marketing experience across a wide range of industries. We work to ensure all content maps to your capabilities and the needs to your audience.

How To Create Webinar Content

Creating webinar content or topics is a task that many businesses, organizations and government agencies struggle with - especially if they are creating their first event. The process of coming up with a compelling idea can be intimidating.

To help make the process easier, here are some ways to get started with creating content for a webinar:

  • Industry Trends: Examine industry trends, hot topics, innovations and new regulations. Something is likely to map back to your audience and align to one of your core offerings.

  • Prospect and Customer Perspectives: Go to your prospects and customers and give them surveys or assessments, or find out what conversations they are having with account executives, customer support or sales representatives. One of the easiest ways we have found to creating a webinar topic is to learn what are the most common challenges prospects and customers are experiencing.

  • Existing Content: Review the performance of existing content and see what content is generating the most engagement. You can take any kind of content such as white papers, case studies, downloadable tips sheets, blog posts or infographics and turn them into a webinar topic.

  • Conduct Training: Create a training webinar for either your employees or people who use your products or services. You may be able to show some tips or tricks to doing something better or provide some templates that can make their work easier.

  • SEO Reports: SEO or search engine optimization reports show what keywords and phrases are popular in search. If you are providing tutoring, knowing that the phrase "math help for middle school" is trending could lead to a new webinar topic.

  • Third Party Sources: Media websites and competitors also can be a great source for ideas on how to create a webinar topic and content. You may be able to improve upon an idea you see being done by someone else or put your own spin on it.

Types Webinars To Consider

We can create or manage many different types of webinars for your business, organization or agency. Here are some of the most common types of webinar formats:

Snackable Webinar

This is a webinar that - regardless of format - only lasts between 10 and 15 minutes. For a "snackable webinar" to be successful, you need to have focus on your topic and discussion points and really have a clear call to action at the end. The better you bundle the event and keep it simple and focused, the better the event experience for your audience.

Q&A Webinar

A webinar dedicated to "questions and answers" from any number of speakers is a great way to get an audience involved and create value for those who attend. We recommend ALL webinars have some form of Q&A, but an event dedicated to answering questions is a very customer-centric event format.

Interview Style Webinar

Similar to a Q&A event - but directed to the speaker. It would be similar in structure to how many talk radio programs operate, where the host talks about a topic with a subject matter expert. Planning and managing this kind of a program is more complex than a traditional webinar because there is more dialogue.

Thought Leadership Webinars

Thought leadership webinars often focus on a specific industry challenge, and identify how your company solves that challenge. Other webinars release market data and discuss trends that impact the operations of other businesses and organizations. They are not meant to be sales presentations, but rather a demonstration of your company's expertise and ability to provide others with a real solution.

Product or Solution Demo

This is often an event format for buyers or people close to a buying or use stage. To make a successful demo webinar, you must personalize as much of the demonstration to your audience as possible. If they cannot feel or see a direct connection between what you are presenting and their own needs - your demo will not be a success.

Virtual Roundtables

Virtual roundtables bring together thought leaders from outside your company to offer different perspectives and insights into a set of different challenges (usually between 3 and 5). By bringing in third-parties, your business can play the role of thought leader, but also create a more unique learning experience for your audience.

Your Webinar Experts specializes in creating and managing highly successful webinars, online classes and virtual events for consumers, businesses, government agencies and organizations. which improve outreach, engagement and opportunities. We also help orgainzations with remote working strategies, tactics and technologies. We are ready and able to help your company.

Contact us today to discuss your needs.